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SB11 - DDB West - Lisa Bennett

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SB11 - DDB West - Lisa Bennett

  1. 1. Sustainable Marketing Ideas: Under the Hood of VW’s The Fun Theory Lisa Bennett DDB West
  2. 2. Sustainable Marketing Ideas: Under the Hood of VW ’ s The Fun Theory Lisa Bennett Chief Creative Officer DDB West
  3. 3. In today ’ s competitive, fragmented media environment marketing requires more creativity than ever.
  4. 4. Creativity Today = innovative ideas people want to play with, participate in and pass on
  5. 5. X ( ) 7 6 4 x 2 24 = X
  6. 6. The most powerful ideas last well beyond initial exposure. They take on a life of their own.
  7. 7. Sustainable Ideas
  8. 8. A Few Examples: Whassup?! Priceless Smell Like a Man Open Happiness
  9. 9. Coca Cola Open Happiness
  10. 10. Where Will Happiness Strike Next?
  11. 11. Sustainable Ideas with a Sustainability Message
  12. 13. Challenge: Increase Volkswagen ’ s eco car market share in Sweden
  13. 14. = Eco Cars are Dull to drive No horsepower Perception:
  14. 15. Insight: Buying an eco friendly car means compromising on the joy of driving
  15. 16. Point of Difference: Volkswagen creates innovations that make our eco cars fun to drive
  16. 17. Solution: An innovative approach that would draw attention to Blue Motion
  17. 19. A theory that one can create positive behavior change through fun
  18. 20. Idea: Give people a chance to try our theory. To act like a Volkswagen.
  19. 22. Doing Good While having fun
  20. 25. Did it work?
  21. 26. Generated Awareness: Over 100,000 Over 140,000 shares on Over 35,000 blog posts Over 23 million views on
  22. 28. Drove Engagement
  23. 29. A normal month: 75,000 visitors During the campaign: 110,000/month +300% in traffic
  24. 30. 37.000 fans 2.7 millions visitors to TheFunTheory.com from 211 countries 92,000 visitors to blog _____________________ Combined touch points: +300% traffic into VW
  25. 31. Increased Sales
  26. 32. Eco Market share
  27. 33. Eco Market share
  28. 34. And Kept On Working
  29. 35. The Fun Theory Award
  30. 36. The Winner - Kevin Richardson
  31. 38. The best ideas inspire creativity, invite participation...
  32. 39. ...and leave the world a little better off.
  33. 40. has become a movement
  34. 41. and a unique platform for a brand to engage its consumers for years to come
  35. 42. Thank you

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